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Paper info: Value co-creation practices in professional services: Matchmaking of resources and meaning

Title


Value co-creation practices in professional services: Matchmaking of resources and meaning

Authors


Satu Natti and Teea Palo

Place of Publication


The paper was published at the 34th IMP-conference in Marseille, France in 2018.

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Abstract


Generating professional services relies on mutual knowledge integration processes between collaborative actors. Thus, applying a practice approach to understand how value co-creation is constructed in professional services is well-argued. In this work-in-progress paper, we aim to answer this call, especially in the area of B-to-B professional services. Our empirical data will support the idea of focusing on co-creation practices. It is composed of varied narratives about the relationship in focus, both from buyer and seller organizations. We will focus on creative professional services, as our case is the relationship between an advertising agency and its client. Later we will widen our scope to other types of professional services (management consultancy, law and engineering services) to create a comparative setting. This is done because these different professional services can vary remarkably in their knowledge and thus varying in their value co-creation practice point of view. This condensed WIP paper includes a short description of theoretical underpinnings and a preliminary case analysis. We wanted to use this limited amount of space to present our preliminary data analysis, because getting feedback for that would be most beneficial at this stage of the research.